The newsreader Justin Webb told an amusing story on BBC Radio 4 recently (starts 5 minutes in). He had apparently been brought up by his mother to believe that if you were to ask for anything in The Ritz in a suitably polite manner then – whether you were a guest or not – they would do it for you. One evening he was on his way to a corporate function, suitably smartly dressed, when he realised his top shirt button had come off. Not wishing to arrive looking unkempt he realised he was near the hotel and so went in and asked if it would be possible to replace the missing button. The hotel staff duly obliged and he was ushered into a side room where the shirt was swiftly restored to its former neatness.
Another day, another trip to my doctor for a blood test… yep, getting old requires taking my aging body in for maintenance with what seems like increasing frequency. But my day was brightened by an excellent interaction with the practice nurse extracting another armful. Here’s what made it great:
- A cheerful greeting.
- She acknowledged that this was the second test in a few days.
- We had a conversation about singing with choirs and performing on stage – two of my favourite topics.
Let’s unpack this because although the whole thing took less than 5 minutes and seems quite inconsequential, it carries important messages about great customer experience.
As a long-term fan of the band Talking Heads I’ve always found their lyrics intriguing and none more so than the line from the song Heaven which states that “Heaven is a place where nothing ever happens”. Taken out of context I am not totally sure I agree with the statement (and taken in context I am not sure I quite get it…) but the feeling you get when you expect something to happen and it doesn’t is definitely not heavenly.
Such was the feeling I had a few weeks ago when on the last working day before I was due to attend court for two weeks’ jury service I received a text telling me I was not required to turn up. A subsequent email put me “on hold” with the possibility that I might be discharged from service if not needed.
Unpacking the way in which my complaint to the AA was handled shows how a more customer-centric approach would have helped.
My recent experience with the AA resulted in a complaint which resulted in me leaving the AA, only to return as part of a much better deal with my car insurance provider. My original experience was bad but the complaints handling was not great either. However, as with all bad experiences, there is much that we can learn – in this case how to handle complaints so that they add value to the organisation and the customer.
My experience and observation of the complaint leads me to highlight five do’s and don’ts that, if followed, will turn your complaints department into a source of value for your organisation.
Eventually I had to register my complaint with the AA about my lengthy breakdown experience.
It wasn’t very satisfactory!
A central London breakdown becomes an epic journey
It’s been a while since I’ve written about customer experience since there’s not a lot you can say about home delivery shopping and other pandemic-related services other than it’s been, well, OK. So it’s taken an almost entirely dreadful experience with AA’s breakdown service to get my customer experience mojo working again. Needs must, so here we go…
Thursday evening and my wife is on her way to a choir rehearsal on the other side of town. At 6.30pm and without warning the car engine cuts out in central London. Luckily she’s able to park up in a Holborn side street opposite a branch of Nando’s. Things could have been worse but then she calls the AA…
Leaders need to let people bring their “best selves” to work
If anyone’s noticed the gap in my writing on the KnittingFog.blog website they’ve been kind enough not to mention it to me – or a more likely explanation is that its low traffic (if it were a country village it would be a loner’s delight) means that no-one has noticed anyway.
I’ll put it down to the pandemic effect – not that I or anyone close to me has caught COVID-19 – but just that in the way in which priorities have shifted means that some priorities drop and then have difficulty getting back to their former status. Moreover, writing about my own customer experiences has been as limited as my shopping trips to the local stores: sources of god, bad or indifferent CX have been in short supply.
How will we look back on 2020 in years to come? I’m quite sure that we won’t be calling it the time when everything went more or less right. The failure of countries to get on top of coronavirus, with the prospect of a second spike in infections means that right now it’s tempting to view everything through the lens of failure.
I’m not going to line up behind MP Jacob Rees-Mogg’s remarks about people’s “constant carping” – I’m all for a good old carp if it represents criticism and concern over something that’s plainly not working (in this case the UK’s test and trace system) – but I am going to take the opportunity to celebrate a few things that did work for me this summer. In no particular order:
When you think of the UK’s National Health Service (NHS) then excellent customer relationship management is probably not the thing that springs to mind. Talk to any UK citizen and for all the genuine positive feeling about the NHS – witness the recent “Clap for Carers” and happy 72nd birthday celebration – there will be a good sprinkling of people with awful tales of long wait times, misdiagnoses and all manner of poor interpersonal reactions.
I’m maybe lucky in that most of my interactions – and as we’ll see, there have been quite a few – have been positive, but I’d like to highlight one series that has much to teach the commercial sector about customer relationships.
It was the rock critic Jon Landau who almost blighted Bruce Springsteen’s career in 1974 by declaring him the future of rock and roll so I hesitate to say that I might have seen the post-pandemic future of live performance after attending an app-enhanced online gig by Dutch jazz trio Tin Men & the Telephone last week.
I’m also in danger of sounding a bit like your ageing relative who’s just caught up with new technology – “hey kids, have you discovered Instagram?” – as the app in question has been around for at least a couple of years and the band has been around for quite a bit longer.